Ideal why is it? Ban Rolls -Royce

Li wants to say, the ideal L9

It is the best home SUV within 5 million yuan

"Even compared with Curin, we are not afraid of it."

As a general existence of the "ceiling" in the automotive industry, Rolls -Royce is to continue to compare and imitate it in other car companies, but almost no one will say the word beyond the word on the bright side.

After all, the "ceiling" is to be poked, but everyone knows whether it can get it. Rolls -Royce, who has always been playing alone, has never been recognized by the existence of competing products, probably did not expect that his competitors would be an extended power electric vehicle that started at 500,000 yuan.

A few days ago, the ideal car released the second model. At the ideal L9 new car conference, the ideal car CEO Li Xiangzhi claimed that L9 was "the best home flagship SUV within 5 million". Compared to it, I am not afraid at all.

Image source: Ideal Live Room Screenshot

The ideal L9 starts at 459,800 yuan. Li Xiang is full of confidence in this car. When mentioning the design and performance parameters, "original", "extreme", "best" and other beautiful words have repeatedly appeared.

However, on the live broadcast of the press conference, "Breating, leeks are gone", "Why don't you buy X5", "The price is too low", "selling low", "goodbye", "worship" and other ironic words Almost full screen.

Image source: Ideal Live Room Screenshot

"If I choose a SUV of this price, I may not have time to understand this car, and I have already been made by this kind of advertising word. Some netizens said, about the netizen, about the about I still believe that the car is made of a penny and one penny. This car is so good than millions of cars. Is the manufacturer a charity? Just sell more than 400,000?

Some netizens said that you may know the car very much, but your ideals must know more about advertising.

The listing controversy of "Bankurnan" has not yet passed. On June 29, Li Xiang said on Weibo that "it is expected to be the end of next year, and at the end of 2024, The sales price of the model will be less than 500,000 yuan. Consumers will become the biggest beneficiary. "

The boldness of the remarks is almost the "standard" of the bosses of the new forces of the car, but Li Xiang's operation has been questioned many of them, and it is even called "touching porcelain -style advertisements". The barrage left by many netizens in the live broadcast room also continued to other social platforms.

Controversy

"The ideal sales called again and asked me if I had time to experience it on the weekend. I also said that I did n’t make an appointment to the store now." Some netizens questioned, is it so hot? Wouldn't I watch it? Some marketing is disgusted.

There are not a few people who are persuaded by this marketing market. Especially before and after the listing of the new car, the ideal related car topics have been on the hot search many times, which makes many people question the overwhelming marketing: "Can you sell your car well? You have to say that you are better than millions of cars, and it feels particularly low. "However, many netizens have a good service to the ideal L9, thinking that it is the replacement of luxury cars.

For a while, on the major social platforms, the discussion and disputes on the ideal L9 soared. This may also be the idea of ​​Li Xiang and the ideal car: the ideal L9 is indeed out of circle.

Picture source: ideal car

The space is large, the screen is large, the intelligent configuration is full, and the "heroic ambition" of Li Xiang, almost half of the Internet knows that the ideal L9 is a domestic SUV of Curon.

First of all, in the comparison of the ideal car conference, BMW X7 and Mercedes -Benz GLS are all the objects of being hanging. The ideal L9 is 5218/1998/1800mm, and the wheelbase reaches 3105mm. These data do make the ideal L9 close to the flagship SUV of BMW and Mercedes -Benz in the external form.

Secondly, the main driving no longer provides the dashboard, which is replaced by the high -definition HUD head -up display and the touch display on the steering wheel; the central control, the co -driver and the rear seat are three large screens, the 15.7 -inch OLED screen, the resolution has reached 3K, the resolution has reached 3K. You can also play games outside and provide diversified usage scenarios.

In terms of power, the ideal L9 is equipped with two permanent magnet synchronous motors, of which the maximum power of the front motor is 130kW, the maximum power of the rear motor is 200kW, and the 0 hundred acceleration is 5.3 seconds. There is also a 1.5T turbocharged engine with a maximum power of 113kW. The ideal L9's CLTC pure battery life is 215km, with a comprehensive battery life of 1315km.

In addition, intelligent configuration is also one of the main selling points of the ideal L9. This model is equipped with intelligent driving services including super smart parking, urban intelligent driving, remote summoning of automobiles, intelligent driving, and OTA upgrades, and has L4 -level autonomous driving hardware.

"New energy vehicles compare the power of fuel vehicles. It is indeed not comparative." Some car judges questioned that the engine is an extension of the process, not pure electric or hybrid, and the engine of a large -sized model is only 1.5T. Intersection

Moreover, it should be noted that the ideal L4 -level self -driving hardware, even if energy produces, can really rest assured to use it on the road? Under the current policy requirements, the key is that the driver must be kept in real time during the vehicle driving.

The price of the ideal ONE of 100,000 yuan lower than the ideal L9 can also meet the ideal L9 that can meet the needs of extended process hybrids, SUVs, 6 seats, etc., but it is slightly inferior to intelligent configuration and power. Therefore, in the eyes of many people in the industry, "the ideal L9 has no technical innovation, but it is just an update iteration of surface packaging and marketing cooperation." In addition, it is not difficult to find out after explaining the above configuration and characteristics of the model. These cannot be found at all. It is the characteristic of any model of Rolls -Royce. Ideal L9's misplaced competition will inevitably lead to ridicule.

Sales?

On the night of the listing, the ideal car posted on the official Weibo that the server was down on the night of the open booking. Netizens exclaimed that more than 400,000 and 500,000 yuan of cars can be hot to the server failure, which fully shows that there are too many rich people.

But there are also many netizens who suspect that this is the ideal marketing routine again. After all, which new energy brand has not used this trick, which new energy brand has been used?

Soon, the ideal car announced the book's booking situation. The data shows that within 72 hours, more than 30,000 customers paid the deposit.

As soon as the data came out, it was an uproar again. You know, the BMW X7 against this model only sold 11,000 units in China last year, and Mercedes -Benz GLS sales are far less than that. According to Li Xiang's estimation, the ideal L9 will sell more than 10,000 a month.

Picture source: ideal car

Li Xiang's estimation did not come out of thin air. From the perspective of market performance, the ideal ONE of the ideal of the ideal of ideal has indeed become explosive products. Bicycles have sold more than 90,000 vehicles in 2021, and have been delivered to 124,000 units. The ideal not only survives, but even lives better than opponents. In the fourth quarter of last year, the sales revenue of the ideal vehicle was 10.38 billion yuan, and the net profit was 295.5 million yuan. During the same period, Weilai had a loss of 2.179 billion yuan, and Xiaopeng's net loss was 1.287 billion yuan.

Since its release in October 2018, the ideal of only one is the one. In addition to the launch of models based on the ideal ONE, the ideal has always relying on this product to be active in the automotive market.

In 2021, Weilai's R & D expenditure was 4.591 billion yuan, accounting for 12.7%of the total revenue; Xiaopeng Automobile's R & D expenditure was 4.114 billion yuan, accounting for 19.6%of the total revenue. The car R & D expenditure was 3.296 billion yuan, accounting for 12.2%of the total revenue.

Benefiting from the lower R & D costs and marketing costs of a single model, the ideal was announced in the fourth quarter of 2021, and the revenue was 296 million yuan in a single quarter.

The ideal car has tasted the sweetness brought by the extension route, so I hope that the ideal L9 can repeat the previous glory. But just two days after the listing of the ideal L9, the falling accident of the Weilai test car once again triggered the market's discussion of new energy vehicles. Is the new energy vehicle's extreme respect for intelligence, is it really reliable?

As far as the ideal car is concerned, 45km/h hit the quarantine bar, causing a "broken axis", Guangdong Zhaoqing ideal ONE fire, high -speed brake failure, roof leakage, vehicle instrument panel display power failure, dashboard black screen during driving Safety issues without response and self -driving failure have attracted high attention and discussion.

"I have always believed that a penny is called a penny, and the price of a very low price will drop the screen. Why does the ideal L9 do less money and a better experience? Is it because other car companies? Are you stupid? Or is it a consumer? "Such discussions continue to appear on various platforms, including industry people and consumers.

As for the target Rolls Royce, BMW, and Mercedes, they were "no waves."

Author: Zheng Yu

Edit: Hu Yun

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